Morgan Ingram breaks down the 10-30-10 video formula for prospecting: 10 seconds to hook with a personalized reason, 30 seconds to deliver value, 10 seconds for the call to action. Start by referencing something specific about them, like hiring needs you spotted on their website.
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Morgan? So one thing that I've had to realize is that I will do something and be like, oh yeah, just do it. I still am gonna pass. Cause I was like, yeah, like that's just how it works. Just make a video. And everyone's like, how do you go about that? So, and Aneesh knows this, but it was about, it was like a year and a half ago, two years ago, I realized every single thing I was doing that there has to be a formula. Because if there's a formula, that I can consistently do it myself, but also I can coach and train others on it as well. And it's universal. You know, it can be done in Emea, it could be done in Australia, it could be done in Spain. It doesn't matter. So my conclusion on this is there is a formula that consistently I've trained other people on. I do it myself to see those results. And it's and it's super simple. It's 10, 30, 10. And what it stands for is 10 seconds. 30 seconds and 10 seconds, which at the core of that is now you have a lane. So I said, hey, you want to Keep a video 45 and 60 seconds, people say, how do you do that? Well, the formula, if you follow it, will keep you within the 45 to 60 seconds. But if you don't follow the formula, then that's when you have a three, four, five minute video. So let's talk about what does the formula include? So the first 10 seconds is stating the reason for the video. Why are you reaching out in the first place? Katie, I think we talked about this months ago, but you were saying, hey, yeah, someone sent you a video. But they're basically, hey, what up? It's me. This is me. This is what I'm about. And you're like, what, what's the, what's the reason for this video? Right? And you, you didn't watch the rest of it. And so stating the reason for the video is very important. Now what does that mean for context is going to a website, going to their LinkedIn, looking at, right. Their press releases and seeing what announcements they have out. I think all of us know what that that is, but it's finding an insight. And when I'll go into a video, I go straight into it. Hi, kd, the reason for my video is I was browsing at your website, Notice you're hiring 10 SDRs on your team. And one of the main focuses in the responsibilities is their cold calling. So now Katie's like, all right, cool. Like you looked at my website, I am hiring 10 SDRs. That is one of the responsibilities. Now he's leaned in.
Right?
Which is why the personalization piece of video is important. So that first 10 seconds can now transition into the 30 seconds, which is the value prop. Now if you go back to what I talked about with the cold call piece, one of the easiest things that you could do to make sure that you feel comfortable in this is just take whatever your value prop is on your cold call and then insert it in your video. So it's an, it's an easy transition. You don't really have to do a lot there. And then if you have proof points based on that industry or on that, based on that company size, like, you can obviously include those case studies, testimonials, like that's a part of it. And then the last 10 seconds is the call to action. Now the call to action, there's a lot of conversation on what kind of call to action to have and should you use the Chris Voss and all that stuff. This is these two I found to be the most successful according to clients that I've worked with, where they can attribute millions and millions of pipeline to just using this type of call to action to drive the conversation. So one of them, and personally this one is my favorite as of right now, is are you curious to have a deeper dialogue on this topic? Because as humans, we're genuinely curious, right? And also we like to have deeper dialogues, especially now where I talking to a lot of people. So yeah, okay, I'll take a deeper dialogue. So are you curious to have a deeper dialogue on this topic? And then number two is, I mean, this is a lot of people use this, but would you be open to learning more about this? And again, that's like a default one. But again, I would say number one is, are you curious to have a deeper dialogue on this topic? Really provokes them to be like, yeah, I'm interested in this, so let's talk about it moving forward. So that's the formula on how you can make sure that as you deliver this video, you can get the success you're ultimately looking for.
